We Fried Our Best
Using one simple linguistic technique to hold many elements of a burger chain’s product launch campaign together.
The Thinking: Grill’d had a new recipe for their Healthy Fried Chicken (HFC) Burgers, and the chicken within the burgers was crunchier, juicier, and tastier than before. But unfortunately, there wasn’t much budget to launch them. So the team and I at Grill’d used one simple — and free — linguistic technique to hold the campaign’s many elements together.
Product-first Creative
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Language Technique As Glue
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Product-first Creative — Language Technique As Glue —
We launched the new HFC Burgers with bold creative that demanded attention. Big, punny headlines got a smile, and massive burger shots delivered taste-appeal.
There were four yummy new HFC burgers, and we reckoned that Aussies deserved to try every single one of them. How could we make that happen?
By pricing each burger at just $5 (for a limited time only) and developing a fun little EDM comms journey to support the promo.
We didn’t rest on our linguistic laurels. Adding double entendres to our puns helped us communicate quickly, clearly, and with impact.
We also developed a suite of bold, brand-led, paid social creative that used the campaign’s arresting language and art direction to stop the scroll.
Finally, I mentioned earlier that the new HFC Burgers were crunchier, juicier, and tastier than their predecessors. But the H stands for Healthy, and a bunch of our activity helped people understand why.
